For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 1 Introduction: Strategic Internet Marketing: Managing E-Business 2 e

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 2 Active Learning Approach Strategic and critical thinking skills are the result of a strong foundation of basic knowledge of terms and concepts integrated with theory and practice.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 3 Hierarchies of Learning Strategic and Critical Thinking Vignettes, Cases, and Thinking Strategically Knowledge Integration (Liking theory and practice) Active learning exercises, Current Events Basic Knowledge Terms and Concepts

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 4 Organization of Text (1)  An opening vignette is designed to illustrate the major issues found in each chapter with compelling real-world issues.  Thinking Strategically sections following the opening vignettes and chapter cases provide thought-provoking questions and exercises which sharpen student’s problem- solving abilities.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 5 Organization of Text (2)  nSites broaden students’ understanding of issues by inviting them to think beyond the text material.  New terms and concepts are defined in the margins to facilitate learning.  Major terms and concepts sections are included at the end of each chapter along with comments and questions for review.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 6 Organization of Text (3)  Active Learning Exercises act as a basis for verbal analysis and discussion, allowing for a rich learning environment by integrating the "real" world into the classroom.  Web Search – Looking Online also found at the end of each chapter, provide immediate hands-on practice.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 7 Web Site Support (1) The Course Web Site: ( supports:  Table of Contents from text  Preface  Glossary (broken down by chapter)  URL Index (broken down by chapter)  Chapter links to the "Websearch -- Looking Online" end-of-chapter sections

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 8 Web Site Support (2)  Internet Exercises.  Quizzes that will be comprised of questions per chapter along with feedback for the correct answers. These will be true/false and multiple choice with page references.  Additional active learning exercises.  Links to Web page and multimedia development.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 9 Internet Marketing Syllabus INSTRUCTOR: Textbook: Brad A. Kleindl, Strategic Internet Marketing: Managing E-Business, South-Western College Publishing. Course Web Site: Textbook Web Site: I. COURSE DESCRIPTION:

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 10 E-business Project Written paper will explores some aspect of the e-business system –For example, the project could be a proposal for a new venture startup, the development of a Web site for a business, and Intranet, or the creation of a database for a business. –If you design a Web site it is recommended that you use actual businesses when possible. This will allows you to enhance your resume.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 11 Project Format (1) I. Identification Of A Managerial Problem And Executive Summary –Purpose of the paper: Give a brief summary of the purpose of the paper. This will help you narrow your focus. (Be sure this has been cleared with you instructor in advance.) –Executive Summary: Give a short history of the business or the area leading to the problem. –Justification for the Problem: Explain why it is important to pursue this project.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 12 II.Information Requirements: –Clients: Who are the current customers, proposed customers, and future customers of this business or concept? What are their information, product and service needs? –Competitive Environment: Use the Web and other sources to investigate the competitive environment in which you will be operating. Indicate what can effect the development of a strategy for your business Project Format (2)

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 13 III. Interactive Design: –Thumbnail: A quick sketch rendering of the interactive component of the project. –Justification: You must be able to justify what you are presenting in terms of the market segments served and the goal of the business. –Rough of Presentation: The rough of the presentation is a working model of the interactive project. Project Format (3)

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 14 IV. Strategy Implementation –Strategy: Describe how this project adds value to the business. Indicate what other value chain components can be added to give the business a competitive advantage. –Constituencies: Who are the players inside and outside of the business? What influence do they have on the change process? Who can help and hinder the process? Project Format (4)

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 15 IV. Strategy Implementation –Key Leverage Points: Are there any key areas in this process that can act as a leverage point? What is the one area of success that you feel can be achieved? –Key Benefits You Hope to Gain: How will you know that you have a success? What do you hope to achieve? Can this be quantified? Project Format (5)

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 16 Individual E-business Project (1) I.Goals: Describe What You Want To Communicate –Identify the main communication goals. II. Information Requirements –Develop a profile of your target audience. Research and explain what information is available on the development of interactive ads to guide your development work

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 17 Individual E-business Project (2) III. Interactive Design –Include a thumbnail of your design for the interactive ad. –Give a justification for the design that you propose. –Develop a storyboard and indicate how the ad will flow. Also indicate where the links will go

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 18 Individual E-business Project (3) IV. Draft Of Ad –This will be a rough version of how your presentation will look and work. V. Final Version Interactive Presentation Of The Ad –You will present your ad to the class at the same time you present your group project.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 19 End of Chapter Competitive Exercises

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 20 Student Outcomes Students should be able to apply these theories and concepts from the course to strategy development. Active learning based competition. The perfect model –TV show Junkyard Wars. In this program teams must collect junk from a junkyard and make rockets, bridging machines, airplanes, and other such useful items. They then engage in a contest to see who has built the best item in a field test.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 21 Developing Presentation The “Junk” is the chapter course material. Each group then presents their strategy to the class and are free to attack the presentations of other groups as long as they do it in a theory/concept based framework. As sole judge, the instructor give points to the teams based on their use of theory and concepts used strategically. –This motivates students to the point where they often create PowerPoint presentations for each competition and know the material so well that I have to reread the chapters to be sure that I don’t miss the concepts they use. –The quality of essays has increased as a result of this process.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 22 Trade-Offs This may cut down on lecture time where instructors like to draw relationships between theory/concepts and strategy. Points need to be high enough to motivate. –Example: assign 25 pts per war (with a test is worth 100 pts.). –Ten points may not be enough of a motivator. At first students may see this as a lot of work, but they really seem to enjoy the exercises.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Introduction Slide: 23 Application of Knowledge Outcomes: –Essays are much higher in quality. –Students know their material. –Gain teamwork experience. –Develop communication skills. –Develop material for marketing portfolios.